Million-dollar companies… or more? 10 most expensive sports brands

Sports is an industry in which both athletes themselves and big sports brands freely develop and earn money. They are gaining popularity or, on the contrary, losing momentum every day. Therefore, if you look at the ranking of the most profitable companies even in two consecutive years, you can see completely different pictures.

In October 2019, the American magazine Forbes, as part of the Fab 40 project, published a fresh top 10 of the most expensive sports brands among outfitters, event organizers, food producers and TV companies. We tell you who made the list this time around.

Nike

Brand value: $ 36.8 billion.

It is not the first time that the famous American company has taken the leading position in the rating. Over the past year, Nike’s shares have grown by 25%, and over the past two years they have overtaken the main competitor – adidas – in the growth rate by a ratio of two to one.

To date, the brand produces sports equipment, develops a large-scale running movement, supports many sports stars. Among them are soccer players Neymar and Cristiano Ronaldo, who signed, for a second, a lifetime contract for $ 24 million a year, tennis player Serena Williams, basketball player Michael Jordan, figure skater Evgenia Medvedeva, marathon runners Eliud Kipchoge and Brigitte Kosgei and many others.

ESPN

Brand value: $13.1 billion.

In 2019, the American cable channel proved that its tagline “The Worldwide Leader In Sports” is fully justified. ESPN mainly broadcasts live or recorded games, including baseball and American soccer matches, news programs, talk shows and documentaries. Naturally, they are all sports-oriented.

Adidas

Brand value: $ 11.2 billion.

The German concern continues to develop steadily: over the past year, its shares have grown by 35%. In April 2019, the company began to cooperate with singer Beyoncé. Together they plan to release a spectacular collaboration and relaunch the Ivy Park clothing line, which belongs to the artist.

Adidas regularly produces sportswear and footwear, organizes events around the world and sponsors athletes such as Lionel Messi, Mohamed Salah and David Beckham. Interestingly, in the last century, the brand supported Mohammed Ali and Stanley Smith – this is how the acclaimed Stan Smith model came about.

Under Armour

Brand value: $ 3.5 billion.

And this American concern clearly demonstrates that success has a downside. Recently, the brand occupied higher positions in the rating and cost 36% more three years ago. Now Under Armour’s operating income – excluding taxes, interest, depreciation and amortization – is steadily falling. It’s down 72% over the past couple years. The owners worry that the public has come to see them only as makers of “gym clothes.”

Yet the company continues to support Steph Curry, Dwayne Johnson and our gymnasts, Alexandra Soldatova and Margarita Mamun.

UFC

Brand value: $ 2.4 billion.

The only organization on the list that holds major sporting events. Viewing fights has always brought good money to the owners of the brand, but now the commission from pay-per-view broadcasts on ESPN+ also falls into the UFC’s piggy bank. All thanks to a seven-year contract with Disney, which was signed last year.

YES Network

Brand value: $1.5 billion.

An unusual thing happened to the YES Network in 2019 that seems to have kick-started the channel and boosted its revenue. In September, a consortium of investors led by the owner of the New York Yankees bought the American channel outright from Disney for $3.47 billion, so don’t be surprised that YES’s Instagram has so many shots of baseball players from the Bronx.

Reebok

Brand value: $800 million.

Today’s top 10 is rounded out by a sportswear and accessories company known to everyone. It is the only concern that is worth less than a billion dollars and yet is listed in the ranking. The year before last was a bad year for Reebok and was marked by a loss of 3% of sales, but in 2019 the company became profitable again.

Reebok gear is worn by basketball player Allen Iverson, fighter Conor McGregor and American soccer players Brandin Cooks and Devonta Freeman.